Executive Summary

Jun 2019
Toys and games sees slow growth

Although toys and games continued to see growth in current value terms in 2018, this was slower than in all other years of the review period. This was due to the challenges faced by the economy, which remained uncertain, and lower consumer confidence, which was hampered by the introduction of VAT.

Technology drives demand

It is clear that technology drives demand within toys and games. Amongst the categories within traditional toys and games, those related to technology in some way recorded growth in 2018, such as remote control toys.

Mattel maintains its lead

Mattel maintained its lead in toys and games in the United Arab Emirates in 2018. It held the lead in traditional toys and games with well-known global brands such as Fisher-Price, Barbie and Matchbox, amongst others.

Internet retailing and hypermarkets see distribution share growth

Within traditional toys and games in the United Arab Emirates, the major distribution channels in 2018 were traditional toys and games stores and hypermarkets, whilst in video games, the leading channels were electronics and appliance specialist retailers, hypermarkets and internet retailing. Hypermarkets is an extremely popular channel for toys and games, as these outlets offer a large assortment of products all under one roof – often at heavily discounted prices.

Toys and games is set to get back on track over the forecast period

As the population of the United Arab Emirates continues to increase, due to the influx of expatriates into the country, the demand for toys and games is expected to stabilise and return to better growth in current value terms in the forecast period. This will also be supported by economic stabilisation due to EXPO 2020 and returning consumer confidence as the VAT increase is absorbed and accepted.

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Toys and Games in the United Arab Emirates

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in United Arab Emirates with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toys and Games industry in United Arab Emirates, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in United Arab Emirates market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in United Arab Emirates?
  • What are the major companies United Arab Emirates?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

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  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Toys and Games in the United Arab Emirates

EXECUTIVE SUMMARY

Toys and games sees slow growth
Technology drives demand
Mattel maintains its lead
Internet retailing and hypermarkets see distribution share growth
Toys and games is set to get back on track over the forecast period

MARKET DATA

Table 1 Sales of Toys and Games by Category: Value 2013-2018
Table 2 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 4 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 5 Distribution of Toys and Games by Format: % Value 2013-2018
Table 6 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Traditional Toys and Games in the United Arab Emirates

HEADLINES

PROSPECTS

Traditional toys and games suffers from gadgets and phone apps
World Dubai Expo 2020 is set to drive demand
Demand for plush toys is set to remain low

COMPETITIVE LANDSCAPE

Mattel continues to lead traditional toys and games
LEGO Group shapes and dominates the construction category
VTech Holdings increases its share

CATEGORY DATA

Table 8 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 11 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 12 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 13 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 14 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 15 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 16 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 17 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 19 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Video Games in the United Arab Emirates

HEADLINES

PROSPECTS

Video games sees a positive performance
Hand-held consoles to face a decline
AR/VR headsets continues to lead growth

COMPETITIVE LANDSCAPE

Sony Corp continues to lead video games
Electronic Arts remains strong despite falling back to third place
Local start-ups gain ground

CATEGORY DATA

Table 20 Sales of Video Games by Category: Value 2013-2018
Table 21 Sales of Video Games by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Video Games: % Value 2014-2018
Table 23 LBN Brand Shares of Video Games: % Value 2015-2018
Table 24 NBO Company Shares of Video Games Hardware: % Value 2014-2018
Table 25 LBN Brand Shares of Video Games Hardware: % Value 2015-2018
Table 26 NBO Company Shares of Video Games Software: % Value 2014-2018
Table 27 LBN Brand Shares of Video Games Software: % Value 2015-2018
Table 28 Distribution of Video Games by Format: % Value 2013-2018
Table 29 Distribution of Video Games Hardware by Format: % Value 2013-2018
Table 30 Distribution of Video Games Software by Format: % Value 2013-2018
Table 31 Distribution of Video Games Software (Physical) by Format: % Value 2013-2018
Table 32 Distribution of Video Games Software (Digital) by Format: % Value 2013-2018
Table 33 Forecast Sales of Video Games by Category: Value 2018-2023
Table 34 Forecast Sales of Video Games by Category: % Value Growth 2018-2023